Introducing: The Future of Frances Watson, Parkdale’s new menswear shop

Introducing: The Future of Frances Watson, Parkdale’s new menswear shop

Smart money would have been on a store opening in Parkdale this fall to clothe the patrons of neighbourhood hotter-than-hot spot Parts and Labour. And here it is, across from the Dollarama at Queen and O’Hara. Read about the boutique after the jump.

(Image: Fraser Abe)

The place: The Future of Frances Watson is a mostly menswear boutique run by Meg Watson and Kerry Butt. Once a dry cleaner, the space now echoes with the strains of Lou Reed and is furnished with pieces constructed from reclaimed barn wood by Butt’s boyfriend. A large studio occupies the back, though Butt confesses, “we call it our bar, because at 5 p.m., the mini-fridge under the desk opens up.”

The stuff: The emphasis is on simple, tailored pieces for men who work jean-friendly jobs or who’re looking for great weekend wear. On the store’s blog, they write: “A couple of tailored plaid shirts and a great pair of heavy denim and you’re pretty much set.” Raw denim from Nudie and Levi’s comes in skinny fits, and Montreal’s Naked and Famous provides the classic button downs. Requisite buffalo check is found on fur-lined trapper hats ($45). The house brand of reversible, blousy women’s tops ($89) have proved popular—the first batch sold out in five days.

The shoppers: Parkdale and the surrounding area’s pack of creative professionals, artists and freelancers, along with a loyal clientele from Butt’s old business next door, a vintage shop named Franny.

Our favourite thing: For ultra skinny unisex jean’s, Nudie’s High Kai ($199–$215) are surprisingly great. They’re almost painted on, but that just helps hold everything in place.

The Future of Frances Watson, 1390 Queen St. W., 416-531-8892,